Retargeted Advertising: Measure, Mix and Move (Fast)!
3. Mix and match channels. Retargeted advertising is an expensive medium, costing 100 times more on average per recovered sale compared with a recovery generated via an email. Therefore, the key in retargeting is to focus your retargeted ad budget on one, unidentified visitors, where no email can be sent and, two, high-value identified visitors where an email plus ad treatment has been shown to drive incremental revenue compared with an email-only approach.
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, the edge experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others. For more information, visit www.SimplicityDX.com or connect on LinkedIn.